This Volkswagen Atlas concept SUV is built for weekends

Everybody's working for the weekend.
VW
In the United States, Volkswagen has a major problem that goes beyond its emissions-cheating scandal. As Business Insider's Ben Zhang has noted, VW is struggling to sell to Americans.

"Through November, the Volkswagen brand managed to move just 286,000 cars — down 10% over last year while representing a minuscule 1.8% share of the US auto market," he recently reported. "All the while in Europe and Asia, VW is one of the most competitive brands in the market."

The solution is SUVs. But not just any SUV — VW already sells two in the US, the Tiguan and the Touareg. What the automaker really needs is a large SUV. Enter the Atlas.

In December, the new vehicle entered production at the company's plant in Chattanooga, Tennessee. "With three rows of seats and room for seven, the Atlas is expected to be a savior for VW's struggling US business," Zhang wrote.

The Atlas is expected to arrive later this year. Until then, the task that VW faces is to drum up enthusiasm for the vehicle is a US market where seven-passenger SUVs are available in abundance from numerous other carmakers.

Working for the weekend

Enter the "Weekend Edition" of the Atlas — a special concept treatment of an SUV that isn't even on sale yet. (The vehicle will be at the 2017 Chicago Auto Show, which runs from Feb. 11-20).

"The Weekend Edition concept is based on an SEL Premium model, equipped with a 3.6-liter [six-cylinder] engine making 276 horsepower and an eight-speed transmission, paired with Volkswagen's advanced ... all-wheel drive with Drive Mode Select," VW said in a statement.

"Riding on 18-inch Prisma wheels finished in a custom anthracite gray, the Atlas Weekend Edition features a modern variation of the pop-up roof—the Urban Loader cargo box," VW added.

"When empty, the Urban Loader offers a sleek, minimized appearance; when needed for hauling, it can expand to a 17.7 cubic-foot container. In addition, the Weekend Edition features base carrier bars for attaching accessories for skis, snowboards, kayaks or bikes. Reaching the extra roof storage or helping small children into the vehicle is easy with practical side steps."

"Volkswagen enthusiasts may appreciate the throwback to the 'Weekender' packages offered on the classic Vanagon and Eurovan pop-up camper models," VW said, evoking the spontaneous, get-away-from-it-all ethos that defined the brand as youthful and rebellious in decades past.

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The Urban Loader cargo box can "expand to a 17.7 cubic-foot container," VW said. This solves the problem of seven-passenger SUVs, which by adding a third row can give up some space.

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Deployed! The design appears to be relatively aerodynamic.

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With the third row folded down, cargo capacity for the Atlas looks to be ample.

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Just ask this guy. This is why big SUVs are so popular in the US — and why VW urgently needs one. A family has to haul around itself, often family friends, plus gear, plus pets. Even mid-size SUVs and crossovers can come up short.

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Speaking of families, they often have kids, and these days, kids bring their own entertainment into vehicles. The Weekend Atlas has "universal tablet mounts" and devices "can use the Atlas available Media Control feature using Wi-Fi technology for Android and iOS tablets and smartphones," VW said.